In the history of deceptive marketing, Quiznos and Subway opened a new chapter. Their marketing promotions caught my attention. I devoted my time, effort, and trust. I converted all the way up to purchase, when I realized that the promotion did not deliver on its promise. Does this exemplify evil marketing?

Shame on me: fooled twice by Subway and Quiznos

Yesterday I received an email:

“[Friend] has sent you an opportunity to get a FREE SUB from Quiznos. Simply click the button below to access our Million Sub Giveaway website where you can register for your FREE SUB today.”

I went to Quiznos “1 million sub giveaway” promotional website, registered, force opted-in to their marketing, and printed my coupon for a free sub. After work, I jovially walked 15 minutes to the nearest Quiznos.

It’s reasonable for Subway and Quiznos to practice such marketing. The economy is rough and every fast-food chain is competing for price-sensitive customers. In a total advertisment war, Dominoes fiercely entered Subway’s market, claiming their new oven-baked sandwiches beat Subway’s 2 to 1 (ironically, Subway sued, arguing that the “2 to 1″ study was deceptive). Further, Quiznos is a premium sandwich brand, and it likely found itself cornered as competition heated (oddly, Subway sued Quiznos over unethical advertising in 2008 [via Alan Wolk]).

To a marketer at Subway, “ANY Sub for $5″ is a compelling statement. Similarly, Quiznos’ “Million Sub Giveaway” resonates with consumers, especially given the environment.

Given the need to attract customers in this environment, a free or discounted promotion is an effective tactic to engage consumers. It’s short-term win. But an angry customer is a long-term loss.

Could Subway have chosen a more appropriate word than “Any?” Could Quiznos have informed registrants of participating locations? This is just a sandwich. It’s not like Subway and Quiznos are advertising cigarettes to children.

But to quote Godin, “Just because you can market something doesn’t mean you should.”

In Short: As marketers, we have a responsibility; people actually trust our beautifully designed messages. Let’s focus on giving advertising a good name and stop pissing off consumers.